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Following the success of Ne.Sense’s in-house label, Necessity Sense, the retailer will soon be launching its SS17 collection. Last year saw the in-house label achieve success with its AW16 “YELLNOW” collection , while the new collection will be titled “SEVEN SECONDS OF MEMORY.”

The name of this season’s collection takes inspiration from the interlocking of two unrelated stories — the designer’s family business in the fishing industry and a man named Clive Wearing. Fish only has the capacity for seven seconds of memory. Clive Wearing is a renowned British musicologist, conductor and keyboardist known for his work with the BBC during Prince Charles and the late Princess Diana’s wedding. Similarly, Wearing suffers from retrograde amnesia, which rejects the forming of any new memories or the ability to recall past experiences.

This syndrome ultimately became the inspirational force that guided Ne.Sense to excel at updating the motifs of classic menswear. Prevailed by the traditional fashion in sub-cultural groups, “SSOM” forecasts a trend in darker color palettes and patterned stripes. A combination of oversized interior presenting the free-minded wearer and the cropped exterior silhouette presenting the societal restrictions.

There’s no word as of yet when the collection will be released, but more information should hopefully become available in the coming weeks. The collection will be available at NE.SENSE’s online shop and select retailers worldwide.

In other news, adidas by Stella McCartney debuts its Spring/Summer collection.

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